Published on
January 14, 2026
The UN Tourism has launched a new set of guidelines titled Tourism Doing Business: Investing in Bulgaria, with the purpose of demonstrating all the available investment options in this field within the tourism sector of Bulgaria that has passed into a new investment cycle and has achieved macroeconomic stability and a strong tourism performance with a diversified asset base that distinguishes it from other competing countries in this region.
The guidelines have been officially submitted to the outgoing Minister of Tourism for Bulgaria, H. E. Mr. Miroslav Borshos, during his official visit to the UN Tourism HQ in Madrid. This is an important development which will make Bulgaria an attractive investment destination for the tourism industry, given the continued diversification efforts by the country.
Bulgaria’s Growing Appeal as a Tourism Investment Hub
Bulgaria is increasingly being recognized as a top investment destination in the tourism sector, driven by its year-round appeal and broad range of attractions. The country has streamlined its investment processes to reduce permitting complexity, de-risk projects, and improve return on investment (ROI) predictability. This makes Bulgaria an attractive destination for investors looking for growth potential in the tourism industry.
Bulgaria is not only known for its sun and beach tourism with 25 Blue Flag beaches, but it is also a leading destination for winter travel, wellness tourism, and cultural and heritage tourism, boasting 10 UNESCO World Heritage Sites. With a diversified tourism portfolio, Bulgaria is catering to a wide array of interests, from adventure and nature-based tourism to luxury and heritage travel, positioning itself as a comprehensive tourism destination for all seasons.
Key Tourism Growth Indicators and Investment Opportunities
The Tourism Doing Business: Investing in Bulgaria publication offers detailed insights into the current state of the tourism market in Bulgaria, including key data and analysis of the country’s tourism investment landscape. Key highlights from the publication include:
Record-breaking arrivals: In 2024, Bulgaria welcomed 13.3 million international visitors, surpassing pre-pandemic levels by 5.6%. This indicates a strong rebound in international tourism and a growing appeal as a tourism destination.Domestic tourism boom: Domestic tourism spending reached EUR 1.14 billion in 2024, marking an 89% increase compared to 2019. This surge in local tourism reflects increased consumer confidence and a growing middle class within Bulgaria.International receipts: Bulgaria’s international receipts from tourism totaled USD 4.3 billion in 2024, with **2025 continuing the upward trajectory, signaling a sustained recovery and growth in the tourism sector.
These figures highlight Bulgaria’s potential as an attractive market for tourism investment, showing robust demand for tourist accommodations, tourism services, and local infrastructure.
Major Global Brands Investing in Bulgaria’s Tourism Sector
The launch of the investment guidelines also coincides with a surge in interest from major global hotel brands. Prominent names such as Hyatt, Marriott, Hilton, Melia, Radisson, IHG, and Accor have all made significant investments in Bulgaria. These brands are either rebranding existing properties or opening new developments across key cities such as Sofia, Plovdiv, Albena, Burgas, and Obzor.
Additionally, pipeline strengthening projects such as the Marriott I Tower and the anticipated entry of luxury brands like Nobu underscore the potential for premium market growth in the country. As more major hotel brands choose Bulgaria for their properties, the country is rapidly evolving into a luxury tourism destination, attracting high-end travelers from around the globe.
Future Tourism Investment Growth in Bulgaria
Looking ahead, Bulgaria’s tourism sector is poised for continued growth, driven by strategic investments, enhanced infrastructure, and a deep commitment to sustainable tourism practices. The Tourism Doing Business guidelines will continue to serve as a vital tool for investors, providing them with the resources needed to make informed decisions about entering the Bulgaria tourism market.
With the ongoing EU integration, Bulgaria is expected to see further economic and political stability, making it an increasingly attractive destination for foreign investment in tourism. The government’s focus on creating a business-friendly environment through streamlined regulations and incentives will help foster an ecosystem where both small-scale operators and large multinational chains can thrive.
Additionally, Bulgaria’s strategic location in the Balkans and its growing reputation as a diverse tourism destination offers a strong foundation for future tourism investment. Sectors such as wellness tourism, sustainable eco-tourism, and luxury leisure are expected to see significant interest from investors, while government-backed initiatives aimed at preserving cultural heritage and expanding local infrastructure will provide further opportunities for growth and innovation.
Bulgaria’s Bright Future in Tourism Investment
The introduction of the publication “Tourism Doing Business: Investing in Bulgaria” underlines the increasing potential of the destination for investment purposes. Given the positive performance of the destination in 2025, the rising global interest, as well as the increasing demands regarding luxurious as well as sustainable travel offers, the future of the tourism industry of Bulgaria looks bright.
With the global tourism industry slowly regaining its momentum, a country like Bulgaria, which boasts a well-diversified industry as well as a stable economy, along with its status as a member of the European Union, presents an excellent investment opportunity for global investors who seek to invest in the exciting tourism industry of Europe.
Image Source: UN Tourism
